I love the fact that it gives me an overview of what my audience is interested in, which helps me to create content that resonates with them. It also allows me to create more personalised campaigns for my clients. The tool sometimes lags but this is not always the case, so I can't comment on how reliable it is. I would recommend using this if you want an overview of your audience, and also as a way to target specific groups within your audience. This has helped us to understand our target audience better, and we have been able to create more personalised campaigns for our clients.